Business Event Management: Venue Analysis and Spatial Design Report

This report presents a comprehensive analysis of event venues in Melbourne, Australia, tailored for small, medium, and large conferences. The student has chosen three venues: Luminare, Hawthorn Arts Centre, and Crown Melbourne, to evaluate their suitability based on spatial design and operational requirements. The report examines how each venue's layout, capacity, and amenities align with the needs of different-sized events, including considerations for catering, technology, and accommodation. The analysis includes detailed room capacities, discusses the venues' ability to accommodate concurrent sessions, workshops, and social events, and considers potential challenges such as space limitations and logistical concerns. The report also highlights the importance of venue selection in ensuring the successful execution of business conferences, emphasizing the need for careful planning and consideration of delegate needs. The student uses the assignment to apply knowledge of event management principles to real-world venues.

Running head: BUSINESS EVENT MANAGEMENT
BUSINESS EVENT MANAGEMENT
Name of the Student
Name of the University
Author Note

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Introduction
The main purpose of this discussion will be to choose a destination in the region of
Australia, to select a venue which will meet the requirement to organize a small, medium and
large conference. For each selected venue, a critical analyse will be there on how its spatial
functional design relates to the operational requirements of the first assignment, which deals
about the topic of space, operational and functional requirements of different size
conferences. Event management is a fastest growing professional field in which the people,
whether they are tourists or people from other background constitute a potential market for
planned events and the varioussectors has become a vital stakeholder in the success and
attractiveness of those sectors.There are different buyers for these events, where
organizations from government, corporate and association sectors are the main buyers for
these events.
Conference Scenario 1
Luminare in Melbourne, Australia is an ideal place to conduct small and cosy
programs or events. It is a perfect place to host any kind of corporate event or cocktail party
with an expensive view from the balcony that looks over to the skyline of Melbourne city
along the Port Philip Bay. The corporate guests fully enjoy the seasonally inspired and fresh
menu designed by the chefs. They can enjoy the food either in a fine-dine system or in a
balcony while soaking up in the sunshine. Each guest is assured with top class service,
facilities and delicious food. Luminare also offer different packages that can be customised as
well. They efficiently handle all kinds of events with their innovative and creative techniques
making sure that no two events are same, whether be it a Christmas party, brand activations
or a charity event. Luminare has taken corporate events to a level which is both elegant and
comfortable (Taylor 2018).

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With a capacity of around 250 people in a banquet style arrangement, the Rooftop of
Luminare gives an essence of being at the top of the world. the main hall room in the rooftop
offers a perfect indoor/outdoor experience for all the delegates. For workshop sessions
regarding the same conference, there are no excess rooms in the rooftop but if required
classroom style seating can be arranged for 50 delegate capacity in other floors of the venue.
The space has a spectacular view containing all sorts of modern and sophisticated decors and
furnishings. The windows are made huge enough to assure a wide-angle view of the skyline
from every nook and corner of the room. As discussed earlier, The Big Group Flavour which
has a delicious and freshly prepared chef special menu. Dinner and cocktail packages are
available. Their menu includes a variety of food items ranging from beverages, small snacks,
customised dishes, cocktails, drinks and seasonal fresh fruits. The outdoor arrangement can
be done as a place for relaxation and coffee breaks in the break times which will allow the
clients and other delegates to share their thoughts and have a light time. The room can be also
turned into a cocktail style where people can have their lunch post meetings and events. Thus,
the rooms at Luminare are a perfect solution for small and cosy corporate events as the rooms
provide flexible configurations. High-end technology is also available with proper lighting
and audio-visual equipment. Luminare also provides excellent accommodation and
transportation facilities (Rea and Singer 2015).
Venue Cocktail Rooftop
Rooms
Balcony
Rooms
Banquet Corporate
Hall
Lake room 680 220 - 290 199
Executive
Room
700 250 - 330 210
Pond Room 550 290 - 340 220
Table 1: Room Capacity in Liminare

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Total venue accommodation for Cocktail = 680 + 700 + 550 = 1930
Total venue accommodation for Rooftop Rooms = 220 + 250 + 290 = 790
Total venue accommodation for Banquet = 290 + 330 + 340 = 960
Total venue accommodation for Corporate Hall = 199 + 210 + 220 = 629
Balcony Rooms = 0
Overall accommodation for guests = 4279
Conference Scenario 2
The Hawthorn Arts Centre is a popular venue in Australia which is capable of
accommodating several types of events and functions. The centre has medium sized cosy
halls that are ideal for conducting meetings and workshops. The catering services are of
high-quality and follows sustainable practices. A variety of food ranging from burritos to
burgers, Ramen to ribs and other light snacks including drinks are available. The centre also
presents diverse and exciting programs that are suitable for the community. They also possess
big foyer spaces that are perfect for post and pre event functions, displays and registrations
for conferences. The staff are technical and professional. This hall is an ideal one for
experiencing any first class cultural and arts event. The centre completes 130 years since the
day when the foundation stone was laid. As the Hawthorn Arts Centre is redeveloped, it
serves as a combination of traditional and contemporary design. The beautiful balcony on the
first level, that looks on to the skyline of Melbourne city, is perfect as a break out or
unwinding area (Pine 2014).
Venue Cocktail Rooftop
Rooms
Balcony
Rooms
Banquet Corporate
Hall
Hall Room - - 150 330 540

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Ball room - - 220 450 -
Transport
Exhibition
600 - - 560 110
Boardroom 60 - 90 80 70
Table 2: Room Capacity in the Hawthorn Arts Centre
Total venue accommodation for Cocktail = 600 + 60 = 660
Total venue accommodation for Balcony Rooms = 150 +220 + 90 = 460
Total venue accommodation for Banquet = 330 + 450 + 560 + 80 = 1420
Total venue accommodation for Corporate Hall = 540 + 110 + 70 = 720
Rooftop Rooms = 0
Overall accommodation for guests = 3260
The Hawthorn Arts Centre is a suitable venue as a space requirement for near about
500-1500 delegates conducting concurrent sessions and workshops for about 3 days or more.
They have big ball rooms that are widely and properly manged for this purpose. It also has
theatre style seating arrangement with some extra rooms as well. But some stationery items
may be required in different sides and corners of the hall room. It has several other rooms that
can facilitate 50 delegates at a time in order to conduct workshop sessions. As mentioned
earlier, the centre also consists of a huge foyer room with the best catering services. It has a
wide variety and range of menu starting from tea, coffee, burgers, donuts, cocktails, drinks
and other light snacks. Moreover, lunch facilities are available with a variety of food options
that keeps on changing with the seasons. The catering services prepare the menu based on the
budget and taste. The technical and electronic devices such as light, sound, micro-phones are
readily available as the centre is well known of its high-tech audio-visual amenities. The

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Hawthorn Arts Centre is also an ideal venue for all kinds of medium sized corporate meetings
and workshops as the location is very convenient and located near to the public transport
having the parking onsite. The delegates are properly directed right from the parking area to
the conference room with appropriate signage and event name. Though there is scope for
improvement of connectivity and floor planning in such large rooms and other spaces
(Witcomb 2013).
Conference Scenario 3
Here, the conference scenario is large, where there would around 3,500 to 5,000
delegates, who would attend the conference for over 5 days. The perfect venue for this
scenario would be Crown Melbourne. It would be a perfect place to host a conference for
such a large audience. It is the home to three world-class hotels apart from two luxurious
spas. It provides luxurious accommodation as well as leisure facilities, with a high standard
of guest service. All the properties are either connected with air bridge or are within the
walking distance. Crown Events and Conferences, one of the properties of Crown Melbourne,
offers a thoroughly flexible and intelligent conference centre, which provides world-class
facilities, which are required to hold a conference for multiple number of days which
involves a larger audience like the example of this scenario. The state-of-the-art technology is
used to built and design this area, which includes a dedicated space for exhibition purpose,
which would be an added advantage in this case (Schneider et al 2017).
Venue Cocktail Rooftop
Rooms
Balcony
Rooms
Banquet Corporate
Hall
Events and
Conference
1200 - 360 550 1400

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Room
Guest room 1600 - 760 790 1500
Theatre Room 1800 - 1100 890 1700
Ballroom 2200 - 1200 1500 870
Table 3: Rooms Capacity in Crown Melbourne
Total venue accommodation for Cocktail = 1200 + 1600 + 1800 + 2200 = 6800
Total venue accommodation for Balcony Rooms = 360 + 760 + 1100 + 1200 = 3420
Total venue accommodation for Banquet = 550 + 790 + 890 + 1500 = 3730
Total venue accommodation for Corporate Hall = 1400 + 1500 + 1700 + 870 = 5470
Rooftop Rooms = 0
Overall accommodation for guests = 19420
There would be social networking activities and the award ceremonies which could be
heldeffectively along with the closing gala dinner in one of the hotels on the closing day. But
there would be a problem of accommodating all the attendees in a one single room, so the
workshop would be divided into three or four parts, which would be held at different
properties of theCrown Melbourne, and would be attended by all the attendees
simultaneously. There would be a stage which would be used for award ceremonies and
entertainment activities like dance programs. Dance performances would be held on the
closing day with the gala dinner, where the stage would be set in the middle so that people
from every corner of the ball room would enjoy the performances while eating and drinking.
But a shortage of chairs and tables might happen, as more than 3,500 people would be
attending the conference, that too for more than 5 days. Shortage of food and drinks might
also happen, as it would be a bit difficult to assume the amount of food and drinks to be eaten

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by all the delegates for the number of days of staying in the properties of Crown Melbourne
(Motamed and Farahani 2018).
Conclusion
From all the above discussion, it can be concluded that thebasic requirements for
hosting conferences like all the three casesin this context are same, though the requirement
for the spatial, functional and operational conference varies according to the size of the
conferences. There are lots of facilities like supply of raw as well as finished food products,
amenities like chairs, tables, lights, sound systems, plenty of water and drinks are required to
host these kinds of conferences. Huge manpower is required and it plays an integral part and
support of hosting the conferences. Lots of planning are required to effectively and efficiently
arrange these kind of business conferences, where lots of eminent people and dignitaries
participate. At last, proper selection of venue eases much of the headache of hosting and
successful completion of the conferences like those discussed in this context.

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References
Motamed, B. and Farahani, L.M., 2018. The evaluative image of the city through the lens of
social media: case study of Melbourne CBD. Journal of Architecture and Urbanism, 42(1),
pp.24-33.
Pine, C., 2014. Luxury through decades. Instyle, (Sep/Oct 2014), p.78.
Rea, S. and Singer, Y., 2015. ANZBA ASM 2015: Melbourne 20-23 October 2015.
DeepesTissues: Wounds Australia newsletter, (Sep 2015), p.11.
Schneider, T., Eli, K., Dolan, C. and Ulijaszek, S., 2017. Introduction: Digital food activism–
food transparency one byte/bite at a time?. In Digital Food Activism (pp. 1-24). Routledge.
Taylor, S., 2018. A place to play: An historical geographical perspective on live music and
poker machines in Australian pubs. Historic Environment, 30(2), p.112.
Witcomb, A., 2013. Testimony, memory, and art at the Jewish Holocaust museum,
Melbourne, Australia. Museums and communities curators, collections, collaborations,
pp.260-274.

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Appendix
Crown Melbourne
Hawthorn Arts Centre

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Luminare